BCBUSINESS.CA
nesses with Brand Love scores much higher
than the average for the survey group as a
whole include Granville Island Brewing,
Earth's Own and
MEC. "No surprise that
people who lean left have more of an a'n-
ity to those brands that either have strong
community or draw roots from community
types of businesses," Rodenburgh says.
For those on the right, three of the
top ˆve names with scores higher than
the sur vey average are restaurants:
Boston Pizza, Moxie's Grill & Bar and
A&W. Brands favoured by this group are
mostly mainstream, Rodenburgh says. He
also thinks they're often stronger in sub-
urban and rural areas, which tend to be
more conservative.
But if there's a correlation, that doesn't
mean there's a cause and e–ect, Roden-
burgh stresses: "It's more re—ective of where
some of these businesses have decided to
focus their marketing ener˜y." For him,
it's about a'nity. "Maybe it's a better idea
for a brand that leans heavily left to choose
a social cause that's consistent with the
patrons that frequent your brand."
Brands that skew younger, like Happy
Planet, Lululemon and Nature's Path,
bring a strong social conscience to their
marketing, Rodenburgh notes. "It's re—ec-
tive of what millennials care about in some
respects," he says. "It's telling us that those
brands are wisely choosing the marketing
activities to make sure that they resonate
with that audience, but it also is perhaps an
indication of how those brands might grow
in the future."
No matter who they're trying to reach
or what they sell, brands should remember
that old habits die hard, Rodenburgh says.
"Attitudes and opinions and behaviours of
consumers, they change slow."
š
How Our
Survey
Worked
š Ipsos conducted the Most
Loved Brands study from
January 3 to 11, 2019
š This online survey consisted
of interviews with 1,400
British Columbians aged
18-plus
š Ipsos measured 70 brands
that are B.C.-led and/or
based in B.C.
š This year's survey included
47 attributes, and each
respondent was shown
a random selection of
10 brands
š Brand Love is a proprietary
composite metric based on
several questions. Ipsos uses
it to determine how much
a brand resonates with
consumers at an emotional
and a functional level
š Ipsos standardizes all Brand
Love scores against each
other, with the average brand
receiving a score of 100
Biggest Brand Love score gainers and losers
BC HYDRO (NO. 1)
HERSCHEL SUPPLY (NO. 61)
PACIFIC BLUE CROSS (NO. 21)
VANCOUVER WHITECAPS (NO. 3 4)
BCA A (NO. 8)
MEC (NO. 37)
BLENZ COFFEE (NO. 4 2)
SAVE-ON-FOODS (NO. 4)
PANAGO (NO. 3 5)
BC LIONS (NO. 51)
JUNE 2019 BCBUSINESS 45
+32
+20
+17
+14
+13
–22
–13
–12
–11
–11
